Selling at BC’s Farmers' Markets A Resource for New Farmer Vendors

1. Selling at BC’s Farmers' MarketsA Resource for New Farmer Vendors David J. Connell, University of Northern British Columbia Chris Hergesheimer, Consultant BCAFM ConferenceMarch 12, 2011Richmond, BC With assistance from:

2. Why sell at a farmers’ market:The demand for farmer vendors • Substantial, continual growth of markets • 70 of 74 BC farmers’ markets are looking for more farmer vendors • Some niche markets • Some general producers • Some specific meats

3. The standard pitch

4. The bottom line… Farmers’ markets offer producers a consistent, low cost, low risk and viable method to market, display, and distribute BC farm products directly to customers.

5. Why sell at a farmers’ market:The standard pitch Financial • Higher profit margins • Greater control to get retail prices • Different source of revenue • Minimal start up costs • Cash flow: instant cash on hand

6. Why sell at a farmers’ market:The standard pitch Marketing • Cheap way to promote your products • Targeted demographic: consumers looking for local, fresh products • Go direct – cut out the ‘middle man’ • Instant customer feedback

7. Why sell at a farmers’ market:The standard pitch Geography • Easy access to customers • Alternative to farm gate sales

8. Why sell at a farmers’ market:The standard pitch Ideology • Social, economic, environmental, and educational benefits to the community

9. What is the CORE BUSINESS of farmers’ markets?

10. Why sell at a farmers’ market:Making ‘the match’ Farmer Market Customers

11. Match types LOW Customer options HIGH HIGH LOW Producer options

12. Match types LOW Rural Suburban Customer options Urban Neighbourhood City HIGH HIGH LOW Producer options

13. In what INDUSTRY do farmers’ markets compete?

14. Food retail HIGH Convenience stores Price Farmers markets Save-On Shoppers Wholesale LOW WalMart LOW HIGH Volume

15. Food retail HIGH Convenience stores Price Farmers markets Save-On WalMart LOW LOW HIGH Volume

16. Food retail Farm Direct PERSONAL CSA Farmers markets U-Pick Farmgate Relation with farmer Corner store Shoppers Wholesale Save-On IMPERSONAL WalMart LOW HIGH Social experience

17. Why should YOU sell at THAT farmers’ market?

18. What are your priorities as a farmer? As a farm business? • Money • Marketing • Mobility • Morality (ideology)

19. Farmers’ markets Market customers All vendors By product sold Vegetables Fruit Fruit & veg Meat Business case resources:‘Assess your match’

21. All types of market vendors

23. Farmers’ markets LOW Town Suburban Customer options Urban Neighbourhood City HIGH HIGH LOW Producer options

26. Market customers are loyal

27. Markets are #2 source for groceries

28. Relation between food purchases and shopping at markets

30. Gross annual farm revenues

31. Area cultivated (acres)

32. Area cultivated by annual revenues

33. Types of farms by primary product

34. Products sold

35. Percent of sales at farmers’ markets

36. Other marketing channels used

37. Gross revenues and number of farmers markets used

38. All resources are available on-line BC Association of Farmers’ Markets: http://www.bcfarmersmarket.org/ind/bizcase.htm

39. Acknowledgements on behalf of BCAFM • Investment Agriculture Foundation • Donna Anaka, Ministry of Agriculture • All farmers, vendors, and market managers who shared their knowledge and time